Dutch consumers report Black Friday sales starting too early

A survey conducted by Norstat for BlackFridayNederland.nl reveals that 50.9 percent of Dutch consumers believe Black Friday promotions begin too early. The Black Friday Barometer 2026 indicates that retailers have been launching deals weeks ahead of the official date, with some starting as early as October 30.

Among consumers who intend to make a purchase, 51.0 percent feel the start of these campaigns is premature. The study also highlights consumer fatigue and confusion, noting that 53.5 percent of respondents pay less attention to individual offers due to the prolonged promotional periods, while 50.9 percent find the sheer volume of deals during November difficult to navigate.

Demographic differences were observed, with 58.4 percent of 30 to 44 year olds viewing the early start as too soon, compared to 45.2 percent of those aged 60 and over.